Staying Sharp on Instagram

Craft beer and Instagram have pasts that are woven tightly together in more ways than most people realize. Both trace their modern eras back to 2010 and mark 2013 as the pivotal year things really took off.

Unlike Rate Beer, Beer Advocate, or Untappd, which were built for the hardcore crowd, Instagram spread craft beer further and faster, pulling in entire social networks rather than siloed communities.

By 2016, just as a few cracks started showing in craft beer’s growth curve, Instagram helped ignite the Hazy IPA craze. The style photographed well, generated FOMO, and gave breweries a way to keep the buzz going. Instead of a downturn, the industry plateaued, buying itself a few more strong years before COVID hit.

Like it or not, Instagram belongs on the Mt. Rushmore of tailwinds that helped push craft beer into the mainstream. Now, many of the same people who rode that wave are rolling their eyes every time they open the app.

Posts, carousels, stories, highlights, reels, edits, trending audio, CapCut… it’s a lot to stay on top of. But it doesn’t have to be so overwhelming. Let’s take a step back and simplify how you think about Instagram. Because sometimes, stepping back is the only way to move forward with a clear head.